We don’t need to tell you in the year 2020 that social media should be a part of your medical practice’s digital marketing. But we do need tell you about the potential benefits, which are enormous. These include:
- increasing patient engagement
- building relationships with patients
- bringing in new patients
- promoting medical services to an ideal audience
- building reputation as a medical practice
Concentrated social media efforts.
Stretching your social media marketing across too many platforms constrains your efforts and the benefits they bring.
Below are five questions your practice needs to answer to narrow social media platforms down to those that suit your medical practice.
Which platform will help us achieve our marketing goals?
Your marketing goals shape the methods used to achieve them. If your goals are SMART, as in specific, measurable, attainable, relevant, and time specific, then you should be able to determine exactly how marketing on a particular social platform can help achieve them.
Where is our target audience?
Orthopedic practices and pain treatment clinics tend to target people in their middle-aged years and older. In the U.S., roughly 7 in 10 adults use Facebook. It’s the most popular social media platform for the middle aged and older demographic and it’s a great platform for all medical specialties.
Younger audiences can be found on Instagram and Twitter. Instagram is a highly visual platform where before and after images and videos can drive high levels of engagement for surgeon practices.
Facebook is still the essential social media platform. The user data Facebook stores is extensive, including exact geographic locations, demographics, and interests. Thanks to this data, ads can be tuned to target your audience with exacting precision.
But Facebook’s mass popularity is also a major drawback. With some 80 million businesses on the platform, competition is very intense and organic engagement is very low (less than 5% on average). That’s why a well-rounded strategy has to include paid ads.
Where are our competitors?
Keeping tabs on the competition’s social media marketing helps practices stay competitive. It helps users find out what platforms they use and how they use them.
Does the platform fit our content?
Facebook users generally don’t do what Instagram users do. Baby boomers who read ads on Facebook do social media differently than millennials on Instagram who share and comment on images and videos. Research how your audience and your competition uses the social media platforms you plan to use. Knowing what content appeals to your audience is key.
Does the platform present an opportunity for growth?
Facebook is a mature platform with tens of millions of business users. The same goes for YouTube. But there are only around 2 million businesses on Instagram. Platforms with less competition present early-growth opportunities. In other words, it’s easier to acquire followers when fewer businesses are competing for their attention.